The deal grants Betsson prominent branding across Davis Cup events worldwide, alongside access to dedicated Fan Zone activations and co-branded merchandise opportunities.

Strengthening tennis portfolio

The Davis Cup, now in its 126th year, remains the largest annual international team competition in sport. A record 160 nations have entered the 2026 edition, with the opening weekend featuring 39 ties across global venues.

For Betsson, the partnership reinforces a long-standing commitment to tennis sponsorship. The operator is already the main sponsor of the BNP Paribas Nordic Open and supports the Hellenic Tennis Federation, including Greece’s Davis Cup team. It has also previously worked with former Swedish player Jonas Björkman as a brand ambassador.

Chief Commercial Officer Ronni Hartvig said the Davis Cup partnership represents a natural extension of Betsson’s tennis engagement strategy, particularly given the tournament’s international reach across more than 20 markets in which the operator is active.

Global visibility and fan engagement

Under the agreement, Betsson will benefit from event-level branding exposure and on-site fan activations aimed at enhancing spectator engagement. The operator will also integrate Davis Cup coverage into its sportsbook offering, supporting betting markets on players and national teams throughout the competition.

ITF President David Haggerty welcomed the alliance, describing Betsson as a brand aligned with the tournament’s global ambitions. ITF CEO Ross Hutchins added that the operator’s international presence supports the federation’s objective to further expand the Davis Cup’s worldwide profile.

Betsson joins an established sponsor roster that includes Rolex, MG, Fage and Corpay, positioning the operator alongside major global brands within one of tennis’ most historic competitions.
Sources: Gaming Intelligence